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Scale Reviews

Testimonial

The Marketing Scales Handbook is indispensible in identifying how constructs have been measured and the support for a measure's validity and reliability. I have used it since the beginning as a resource in my doctoral seminar and as an aid to my own research. An electronic version will make it even more accessible to researchers in Marketing and affiliated fields.

Dr. Terry Childers

Iowa State University

Readings

Articles and books are suggested below that one could consult when trying to better understand psychometrics and related issues. While the emphasis in the list is on literature from the academic discipline of marketing, many of the references are from other fields, particularly psychology.

American Educational Research Association (AERA), American Psychological Association (APA), & National Council on Measurement in Education (NCME) (1999), Standards for Educational and Psychological Testing, Washington, D.C.: American Educational Research Association.

Gilmore, Audrey and Rosalind McMullan (2009), "Scales in Services Marketing Research: A Critique and Way Forward," European Journal of Marketing, 43 (5/6), 640-651.

Givon, Moshe M. and Zur Shapira (1984), "Response to Rating Scales: A Theoretical Model and Its Application to the Number of Categories Problem," Journal of Marketing Research, 21 (November), 410- 419.

* These are the most important readings on the list in terms of understanding the process of developing a multi-item scale. The others are alternative readings or provide more detailed information on related issues.

The copyrights for the books, individual scale reviews, and the website are owned by Dr. Gordon C. Bruner II. They are published and managed by GCBII Productions, LLC. Unless otherwise noted, copyrights of the scales themselves are uncertain. The overwhelming majority of the scales can be used freely but citations of the original sources or some previous users are expected when reports, papers, or articles are written that refer to the measures. All purchases are final and non-refundable once documents have been purchased and downloaded.